Just how effective is account based marketing (ABM)? According to the 2018 ABM Benchmark Study by ITSMA and the ABM Leadership Alliance, 99 percent of marketers that are doing ABM achieve a greater ROI from their account based marketing programs than all other types of marketing. FlipMyFunnel reports that companies using ABM generate 208 percent more revenue from their marketing efforts compared to those that don’t. SiriusDecisions writes that 91 percent of marketers that use ABM are seeing a larger average deal size, with the increase in deal size over 50% for a quarter of respondents. Account based marketing has proven to be so reliable a marketing vehicle that the majority of B2B marketers are planning on increasing their investments over prior levels. According to DemandGen Report’s 2018 State of Account-Based Marketing , 60 percent of respondents were committed to investing more or “significantly more” in following the survey. Here’s four ABM trends to watch in the second half of 2019. Deeper Personalization Expect far more granular personalization in ABM moving forward. Although targeting and customization is at the heart of ABM programs, many companies are still targeting at the industry or account level. The majority of ABM marketers (65 percent) believe that their personalization efforts are merely average or below average, according to Evergage , revealing a major area of ABM that is underutilized. Personalization does not necessarily need to be at the individual stakeholder level, either. Beyond account-based customization, you can conduct “One-to-Few” ABM, where you keep the bulk of the approach (say, 80 percent) the same, while customizing 20 percent per target. Hear more from Tom Shapiro at LeadsCon’s Connect to Convert 2019 in Boston, September 25-27. ABM marketers will be deepening their sophistication in both one-to-few and one-to-one ABM strategies in the coming year. In fact, an eye-opening 97 percent of the 300 B2B marketers surveyed in the Evergage report plan to maintain or increase their personalization budgets in 2019. Expect marketers to be personalizing just about everything in the future, from their websites to content, email, direct mail, ads, etc. ABM Goes Beyond Sales and Marketing Traditionally, ABM has been the domain of sales and marketing, and to that end, alignment between the two departments is one of the most critical factors in driving ABM success. That makes sense, given that these are the main entities responsible for securing the right prospects, engaging effectively, nurturing and generating revenue. However, limiting ABM to sales and marketing is a narrow view of the opportunities that ABM potentially delivers. By being more inclusive and collaborative![]()
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